Development of marketing and retail simulators for Business games

Abstract

This study examined the development of the model (prototype) of an educational simulator of marketing in the retail area. The study is exploratory and applied nature, and through a qualitative approach seeks to increase the level of credibility of the model proposed. At first, we carried out a literature review of Organizational Simulation, and then showed the characteristics of three educational simulators of marketing and / or retail available. After this step, we elaborated the conceptual modeling of the simulator and prepared of supporting materials. The results demonstrated the importance of this process to reach a certain level of credibility and approximation to the reality. As a contribution, the study provided the elaboration of an educational tool to be used by students and researchers in the teaching-learning and applied research environments, as well as the training and development of marketing and management professionals.